"Send me your best price by email" is the internet shopper's version of "just tell me the price." The customer is trying to commoditize the transaction before any relationship is established.

The BDC rep who responds with only a price becomes one of ten dealers in the customer's inbox. The BDC rep who creates a conversation and a reason to engage personally has a competitive advantage.

Why Email-Only Price Requests Are Dangerous

When you respond to "send me your best price by email" with exactly that:

• You're now competing on price alone
• The customer can easily forward your quote to competitors and ask them to beat it
• There's no relationship — just a number
• Dealers who respond with lower numbers (legitimately or through bait-and-switch tactics) win the inbox battle

The goal is to move from inbox to conversation.

Response Option 1: Call First, Then Email

Pick up the phone within five minutes of the lead coming in.

"Hi [Name], this is [Your name] from [Dealership] — I just saw your inquiry about the [vehicle]. I want to make sure I get you the right number, not just a generic one. Do you have 60 seconds to answer a couple of quick questions so I can give you an accurate price?"

If they answer: ask about trade-in, financing, and timeline. Then:

"Perfect — let me put together a complete quote for you with all the current programs. I'll email that over in the next 20 minutes. And if it makes sense, I'd love to have you in to go over the numbers in person."

If they don't answer: leave a voicemail and send an email:

"Hi [Name], I'm [Your name] from [Dealership]. I just tried to reach you — I want to make sure I send you the right price, not just a ballpark. The number depends on a couple of factors. If you have 60 seconds to reply with [trade-in: yes/no] and [timeline: this week or still researching], I'll send you a complete, accurate quote with all current incentives applied."

Response Option 2: Email With a Hook

When the customer specifically requested email-only:

Subject: Re: [Vehicle] — Your Quote + a Question

Hi [Name],

Thanks for your interest in the [Year Make Model].

I want to make sure I send you the most accurate price rather than a generic number — the actual out-the-door figure depends on whether you have a trade-in and which financing program you qualify for. [We currently have a [X]% APR special / a $[X] rebate for [qualifying criteria].]

Could you reply with two quick answers:

1. Are you trading in a vehicle?
2. Are you planning to finance or pay cash?

I'll have a complete quote back to you within the hour.

[Name] [Dealership] [Phone / Text]

This email creates engagement without seeming evasive. The questions are reasonable and natural — not a roadblock.

The Email Cadence

If they don't respond to your first email within 24 hours:

Second email (day 2):

"Hi [Name], just following up on my email from yesterday. I don't want you to miss any current incentives — [specific incentive that's time-limited]. Happy to put together a complete quote if you can reply with your trade-in and financing questions."

Third touch (day 4): Call again. Customers who don't respond to email often pick up the phone.

FAQ

Should dealers just send the price in the first email? Providing a range or context is helpful. A flat number without context is limiting. But a complete quote with current incentives, trade value, and payment breakdown — that's valuable. If you send it, include a specific call-to-action that warrants a response.

What's the goal of the email response — close the sale or get a call? Get a response. Any response. Engagement is the first step. Appointment is the next.

Email pricing requests are winnable when BDC reps respond with value and create a reason to engage further. DealSpeak trains BDC reps on internet lead handling. Start a free trial.